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Studies reveal that with time fewer words are used in print advertising. That’s right, people: marketing and advertising people today not only prefer but use mostly visual language!

Increasingly bright ads, where fewer words are shown, are the most successful in the market. I decided to go back and check a few old magazines to compare them with those of today. The difference is shocking! Visual metaphors and iconization have indeed become the soul of the business.

Long before I was born

Late last century

Today

The XXI century advertising is used in a way that words can be free of the shackles of the written word, go beyond the boundaries of creativity and explore logical thinking to the maximum. That is, the word is there, only it is not written…

But for those of us who work with the written language, where will we be?

How is it possible that no one has talked about Twitter here at the Ccaps Blog? OK then, I will be the first!

It is very unlikely that you haven’t heard of Twitter as everyone talks about it on the Websphere. Yet a lot of people don’t have the slightest idea of what it is.

The Wikipedia describes it as “a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Users can send and receive tweets via the Twitter website, Short Message Service (SMS) or external applications.” In other words, it’s a way for you to share anything and everything with anyone that has a minimal interest in what you have to say. And the best part, you are not required to follow your followers and vice-versa.

Have you twitted today?

Contrary to what you may think, Twitter is not like Orkut, Facebook or the like! Twitter is a place where you exchange information in real time with various sources, have fun, talk to friends, get in touch with celebrities or receive online promotions. The sky is the limit!

As expected, the localization world is all over on Twitter! There are various companies, professionals and industry magazines with profiles on Twitter that you can follow, if interested. Those who became Twitter-addicted here at Ccaps are your humble writer, Fabiano and Bruno.

Those that cast the first stone at Twitter, thinking that it is silly and useless, are the same who became addicted in the first week!

To follow Ccaps (@ccaps_l10n), click here.

Here are some more pearls from the former US President.

“People say, well, do you ever hear any other voices other than, like, a few people? Of course I do.” Washington, DC. Dec. 18, 2008
Like, who man? It’s those little voices in your head, right?

“I’ve been in the Bible every day since I’ve been the president.” Washington, DC. Nov. 12, 2008
Have you been there, physically? How did it feel, old man?

“I want to share with you an interesting program — for two reasons, one, it’s interesting, and two, my wife thought of it — or has actually been involved with it; she didn’t think of it. But she thought of it for this speech.” Bush discussing a company that improves access to clean water in Africa. Washington, DC. Oct. 21, 2008
So Laura too can be blamed for some of these English distortions?

“There’s no question about it. Wall Street got drunk — that’s one of the reasons I asked you to turn off the TV cameras — it got drunk and now it’s got a hangover. The question is how long will it sober up and not try to do all these fancy financial instruments.” Speaking at a private fundraiser. Houston, TX. July 18, 2008  (Watch video clip)
Looks like it’s time to give Wall Street one of those morning after hangover cures. Red Eye, anyone?

“And they have no disregard for human life.” Bush on the brutality of Afghan fighters. Washington, DC. July 15, 2008
Those Afghan fighters are quite compassionate, are they not?

“Goodbye from the world’s biggest polluter.” George W. Bush, in parting words to British Prime Minister Gordon Brown and French President Nicolas Sarkozy at his final G-8 Summit, punching the air and grinning widely as the two leaders looked on in shock. Rusutsu, Japan. July 10, 2008
Go Big Texas!

“Amigo! Amigo!” Calling out to Italian Prime Minister Silvio Berlusconi in Spanish at the G-8 Summit. Rusutsu, Japan. July 10, 2008
Phylologists of the world, here is a new language: Spanlian.

“Throughout our history, the words of the Declaration have inspired immigrants from around the world to set sail to our shores. These immigrants have helped transform 13 small colonies into a great and growing nation of more than 300 people.” Charlottesville, VA. July 4, 2008
What overpopulation problem?

“I remember meeting a mother of a child who was abducted by the North Koreans right here in the Oval Office.” Washington, DC. June 26, 2008
What were North Koreans doing in the Oval Office? Building a UFO?

“There is some who say that perhaps freedom is not universal. Maybe it’s only Western people that can self-govern. Maybe it’s only, you know, white-guy Methodists who are capable of self-government. I reject that notion.” London, UK. June 16, 2008
I think only, you know, white-guy Methodists, like say that.

“Penetra surdamente no reino das palavras.” (Penetrate silently into the kingdom of words) With this verse, which is part of the poem Procura da poesia, by Carlos Drummond de Andrade, I invite you to check out the Museum of the Portuguese Language.

Inaugurated in 2006, the museum was built in downtown São Paulo, next to the charming Estação da Luz train station, which was especially restored for the museum inauguration. As a translation student, I could not fail to step foot there at least once…

My morning began precisely at the train and subway station. Such a beautiful scene! Dating back to the early years of the 20th century, the Victorian building was built after sites like the Big Ben and Westminster Abbey. Hardwood doors, crystal chandeliers, detailed plaster ceiling and iron arches make up the interior. In the middle of the entrance hall leading to the platforms, there is a simple piano, though sufficient to complement the movement of those passing by.

At 10 AM I was already in the museum! The excursion begins with a video about the origins and the evolution of Brazilian Portuguese, narrated by renowned actress Fernanda Montenegro. We are then transported to some language planetarium, on where images and audio are projected. Language here is a concrete experience, almost like a hand that touches our senses.

Poems and tongue twisters in the voices of singers Chico Buarque and Maria Bethânia and actor Matheus Nachtergaele are accentuated by colors and live forms on the celestial dome. You cannot leave the Praça da Língua (Language Plaza) without first taking a walk of fame on the floor of projected poems. Pure delight!

The elevator is in fact panoramic! A full view of the Árvore de Palavras (Word Tree) on our way to the second floor (as we were on the third floor). Not to mention the mantra composed by poet and singer Arnaldo Antunes, who repeats the words “language” and “word” in multiple languages. Much better than “Smile! You are on security camera!”

The second floor begins with the Grande Galeria (Great Gallery), a screen that extends the entire wing. Here there are projections of the Portuguese language in the daily lives and history of its users. But I am not saying that you are a mere spectator! Beco das Palavras (Alley of Words) and Mapa dos Falares (Map of Dialects) are like our own personal Maracanã. The former is like a game with a big electronic table where we place the letters to form words and learn about their meanings and origin. The latter is an electronic booth where we can touch the screen to see and listen to testimonials of Brazilian speakers throughout the country and check the local color of each speaker. Linha do Tempo (Time Line) and the totems named as Palavras Cruzadas (Crosswords) are also worth a look!

I am not going to tell you what I saw on the first floor. You have to see it for yourself. The exhibits on this floor are temporary. Once you have been there, you can tell us what you saw. The Ccaps Blog is precisely for this!

What do you think? If you want to embark on the idea of visiting the museum, just make sure to not go on Monday as it’s closed! The reasonably priced entrance fee is your passport to a great museum collection. Flying first class, of course, just like when you buy Ccaps services! =)